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SISU is a powerful Finnish philosophy - translated into English as strength of will, determination, perseverance, and acting rationally in the face of adversity. The meaning is equivalent in English to "having guts", and the word derives from “sisus”, which means something inner or interior. SISU has a long-term element in it ... it is not momentary courage, but the ability to sustain it.  While the term has origins in the Finnish culture, it is universal in it’s application. Courage, strength and resolve are timeless and admirable qualities in any culture and these are the ideals from which have launched SISU... a brand with the intention of inspiring and strengthening all that it touches.

The timepiece is a unique object in that it has a utilitarian purpose of simply telling time yet it can represent so much more to the modern man. The wristwatch of today should not only have precise technical attributes but it also has the opportunity to make a strong, artistic statement about the man wearing it. SISU feels that the challenge lies in providing a compelling reason to wear a watch in the first place and will push the boundaries of watch design and challenge the consumer to wear SISU’S bold, strong and sizable creations. At the same time, we challenge ourselves, in everything that we do, to leave the world a better place. This philosophy extends from our daily business dealings to the causes we passionately support.


These timepieces are wrist sculptures of bold and clean design. The SISU signature look and unique detailing set them apart from the competition and convey the strength and boldness that the SISU name signifies. They take inspiration from mid-century style product design. Many of the utilitarian, classic details come from mid-century aviation, nautical and auto design as well as the industrial design language of many cameras from that time period. This results in classic lines, timeless aesthetic and the look of bold, confident durability. The key to creating strong product will be the unique attention to detail, authenticity and an uncompromising dedication to quality.

These watches cater to the Alpha Male who values quality, integrity and style. For these men, SISU is the premium watch that matches their physique and makes them look good off the field. Every watch embodies bold California design with incredible Swiss quality. Not only will their timepiece command attention, they can be proud that they have contributed towards a greater good.